Victoria’s largest alpine resort Falls Creek, exclusively enlisted APN Outdoor to create an innovative and powerful weather reactive campaign in winter 2017; "Escape the Melbourne Weather"
Campaign Overview: The clever creative tapped into Melbourne’s obsession with weather and brought Falls Creek to life in urban Melbourne through live weather updates and aspirational content from the ski fields.
The live snow depth and temperature updates gave commuters a taste of what was happening at Falls Creek in real time, and enticed them to experience the season in a true winter wonderland at Falls Creek.
Top Line Results: The APN Outdoor campaign was a key component of a successful multi-channel push to promote Falls Creek and increase visitation to the alpine resort. Falls Creek experienced high volumes of online traffic while the Outdoor campaign was live.
Website visitation was 32% higher when the campaign was live on Digital Billboards than the same month the previous year
Website visitation was 42% higher when the campaign was live on XtrackTV than the same month the previous year
‘We were looking for an exciting way to connect with our Melbourne metro market, with a compelling call to action to drive conversion to Falls Creek. The team at APN were up for the challenge and bought to us exciting digital capabilities to deliver such an innovative campaign. They said YES to our challenge and we’re thrilled with the results."
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